Effect of Twin Date Events on Online Implusive Buying of Shopee Users in Surabaya

Erik Hardian Giovanni, Sri Hartini

Abstract


E-commerce is a form of buying and selling business that uses the internet network for online purchases. With e-commerce, the buying and selling process becomes easier because it does not require a lot of physical energy and allows more efficient use of time. This study aimed to analyze the effect of the Twin Dates Event on Online Impulsive Buying for Shopee users in Surabaya. This type of research is causality with a quantitative approach. 105 Shopee users in Surabaya were taken as samples in this study using a purposive sampling technique. Hypothesis testing uses the Partial Least Square (PLS) analysis technique. The research findings concluded that the Twin Dates Event has a significant effect on Online Impulsive Buying, so the more interesting the Twin Dates event takes place, the more it can increase impulsive buying online, which then has an impact on increasing the number of purchases on e-commerce Shopee.

Full Text:

Download PDF

References


Abdelsalam, S., Salim, N., Alias, R. A., Husain, O. (2016). “Understanding online impulse buying behavior in social commerce: A systematic literature review”, IEEE Access PP (99):1-1, DOI: 10.1109/ACCESS.2020.2993671

Aulia, S. N., Nugraha, I. S., Nazya, A. F., Marcelino, M. D., Prehanto, A., Purwaamija, B. M. (2023). “Korelasi Event Tanggal Kembar Terhadap Daya Minat Beli Masyarakat di Shopee”, Cemerlang: Jurnal Manajemen dan Ekonomi Bisnis, Vol. 3, No. 1, Februari 2023.

CNN Indonesia. (2023). “Dominasi Pasar E-commerce, Shopee Unggul dari Para Pemain Lain”. https://www.cnnindonesia.com/ekonomi/20230626105528-97-966554/dominasi-pasar-e-commerce-shopee-unggul-dari-para-pemain-lain

Firmansyah, A. (2019). Pemasaran Produk dan Merek: Planning dan Strategy. Surabaya: Qiara Media

Ghozali, I. (2016). Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23 (Edisi 8). Cetakan ke VIII. Semarang : Badan Penerbit Universitas Diponegoro.

Hamzah, H., (2021). Promo Tanggal Kembar, Kenapa Ada Setiap Bulan? Diunduh dari https://www.zenius.net/blog/promo-tanggal-kembar [10 Mei 2022].

Lestari, L. D., dan Dwijayanti, R. (2021). Pengaruh Fenomena Harbolnas (Hari Belanja Online Nasional) Pada E-Commerce Shopee Melalui Diskon Dan Kemudahan Bertransaksi Terhadap Keputusan Pembelian. Jurnal Pendidikan Tata Niaga (JPTN), Vol. 9, No. 3, 2021.

Martaleni, M., Hendrasto, F., Hidayat, N., Dzikri, A. A., & Yasa, N. N. K. (2022). Flash sale and online impulse buying: Mediation effect of emotions. Innovative Marketing, 18(2), 49–59. https://doi.org/10.21511/im.18(2).2022.05

Putri, N. E., dan Ambardi, A. (2023). “Pengaruh Gaya Hidup Hedonisme Dan Promo Tanggal Kembar Terhadap Impulse Buying (Studi Kasus Pengguna Shopee Di Tangerang Selatan)”, Jurnal Bintang Manajemen (JUBIMA) Vol.1, No.3 September 2023.

Siregar, S. (2015). Statistika Terapan Untuk Perguruan Tinggi. Jakarta: Prenadamedia Group

Sugiyono. (2019). Metodelogi Penelitian Kuantitatif dan Kualitatif Dan R&D. Bandung: Alfabeta.

Utami, C. W. (2017). Manajemen Ritel Strategi Dan Implementasi Operasional Bisnis Ritel Modern di Indonesia. Salemba Empat.




DOI: https://doi.org/10.37531/sejaman.v6i2.5363

Refbacks

  • There are currently no refbacks.


Flag Counter

Creative Commons License

S E I K O : Journal of Management & Business is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
 
© All rights reserved 2018. S E I K O : Journal of Management & Business - ISSN (Print) : 2598-831X, ISSN (Online) : 2598-8301.
 

Web Analytics